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LeadRival LIVE: Episode 2 – Email Marketing for Law Firms

by | Feb 9, 2018 | Live Videos

Bria and Kye discuss email marketing for attorneys and law firms.

Join us as we discuss how to use email marketing in your law firm! Sign up for our email alerts & receive your own copy of our Email Marketing White Paper! Only at leadrival.com/leadrival-live

Read below for the full transcript of the LeadRival LIVE session with Kye and Bria.

Hi everybody! Kye Duncan here, CEO of LeadRival. Welcome to our Facebook LIVE event. Today, we’re going to be talking about email marketing and how you can warm up your leads by using email to re-engage and communicate with people. So, I have with me Bria Fox. She’s our email marketing specialist and has been doing this for a long time. She’s got some great tips for us!


Let’s get started! So email marketing – what exactly is email marketing? How do you describe that?

Email marketing is when you are regularly emailing your clients, prospects and referral sources. So, you’re constantly touching them through email campaigns.  

Very good. So, I get a lot of emails, it seems like. You sign up for something and now every other day you’re getting something in your inbox from people about “buy this product” or “go to this event”, all that kind of stuff. So, it seems like there are a lot of different kinds of messages. How would you categorize the different ways to email market?

I personally like to think of it in three buckets – we have our one-off emails, our newsletters, and our drip campaigns. So if you stick with those three, [you’ll be good.]  

Okay, so one-off email, newsletter, drip campaign. What do you mean by one-off email?

One-off emails are one-time emails. You are emailing them with a set goal in mind and you’re just kind of throwing it out there an not really expecting anything back other than a quick reply or anything like that. It’s just quick and to the point. It’s always good to start these one-off emails with templates. This is one thing that a lot of people don’t think of, but just because it’s a one-off email doesn’t mean that you have to do the same thing over and over again. So if you set a template, you can pretty much click send and expect the same email to go out to multiple people. Even though it’s a “one-off” email, it’s still the same email used multiple times.  

Okay so, newsletter is next . That makes a lot of sense to me, but what would you suggest putting in a newsletter?

Newsletters are awesome. This is not a place for you to really hard sell people. For example, we like to send out monthly emails that let people know where we’re going, what we’re doing, if we’re volunteering, or what conferences we’ll be at. So for a firm to follow that mentally – that’s the key to success. You want to let people know if you have new hires at your law firm, if you’re volunteering with a certain part of your community that fits with your practice areas. So, [include] little stuff like that to where people are excited to hear about it and they look forward every single month to getting your newsletter. So, newsletters are very important to getting your firm out there and letting people know consistently what you’re doing without you having to touch base with them.  

So, you might put in your newsletter “Hey, we’re having a Facebook live event, so come to Facebook!”


I think the last one you said was drip emails. What does that mean?

Drip emails are a little bit more advanced. It’s not like a one-off email, it’s not a newsletter. It’s something to where you’re planning things out. You are sitting there and saying “Okay, I want to email people over a long period of time in certain segments”. So what I like to think of, and most marketers do, is you think of drip campaigns in the early, middle and end funnels. You’re pretty much taking people and putting them in expecting that they don’t know anything about your firm. Maybe they signed up for a free download that you offer, maybe they saw something on your website, somebody followed you on Facebook. You’re going in not necessarily selling, but letting people know who you are and giving people information about your background, how long you’ve been in practice – little stuff like that to where people start to build trust with you. So then, once they hit the end of that funnel or you feel they’ve clicked around a lot and are super engaged, you’ll move them to the middle funnel. The middle funnel is where you’re starting to sell a little bit, but not too much. You’re starting to tell them about your fees or what practice areas you’re involved in, any information that’s happening in your area of practice. So little stuff like that where if people see an email that says “Free consultation”, they’re going to click it and give you a call. It’s little stuff like that to where you want to persuade people, but not be too pushy. The final one is the sales/end funnel – this one is where they’ve seen your stuff, they know who you are – there is nothing else left to learn. It’s time to close. At that point, you’re not going to be using the HTML based emails. What HTML means [in regards to email marketing] is that you’re designing those emails with pictures, logos, call to action buttons – gorgeous emails – that’s not the last funnel. You want to stick to text emails and you want to be very personalized. Say “Hey John, I’m looking forward to working with you. What can we do?” and you want to be able to sell them on who you are and get the next action available. Once you get through that funnel and they still don’t want to sign up with you, I mean, you tried.  

Alright, there’s a lot there. It’s complex, it’s a little overwhelming so where would you suggest a small business or law firm starts when they’re doing this.

I would suggest that you start free. Whatever you can do – do some research – but I would suggest something like MailChimp or Constant Contact. Something that you can load your lists into, make a small drip campaign or a one-off email using a drag-and-drop template and then send it. It’s something where you don’t really need a lot for if you’re doing it on a small scale, but if you get to a point like [LeadRival] to where you’re sending out tons of emails and interacting on different levels, you want to make sure that you’re also spending money to get what you need. So if the free ones don’t work for you, I would highly suggest moving up to something a little bit higher up like Marketo, Act-On, Pardot, Hubspot – just anything that takes it to the next level. So there are tons of places to start, it just depends on what you need for your firm and what you feel comfortable with. Because if not, I would highly suggest figuring out what you like, and if you don’t like it, hire someone.  

And I guess our goal with all of this is to re-engage with people. So you’re not spamming people who don’t know anything about your business. These are people that at some point, they raised their hand and said: “Hey, I want to talk to you” or they signed up for a newsletter, whatever it was.

Yeah, you want to make sure that you’re engaging. That’s something that a lot of people don’t think of. They think that just by posting to their Facebook page, that [your prospects] are instantly going to see everything about your business. But in all reality, there are a lot of algorithms in place to where you’re only in front of people for 20 seconds. Whereas in email, you send it, it sits in their inbox, and they’re going to open it. So, it’s something that keeps people wanting to interact and you don’t have to feel like you need to jump on the phone. Sometimes that puts people off, so an email is an easy way to get your name out there.  

Is there anything else about email we should know before they start? Anything to watch out for? Any other tips?

There are so many things [to learn about] with email marketing. Right off the bat, subject lines. If you’re going to make any email, no matter what it is, check your subject lines. You’re going to want to make sure that you personalize – put the city that they’re in, put their name in it. You know, little stuff like that to where they’re going to feel compelled to open it. And don’t be to “sales-y”, don’t make everything capital letters or throw in a lot of exclamation points. You want to make it something that you personally would want to open. That’s really easy to do. Then you move back into personalization, if you know a lot about your email list – their name, their area – you can go into these mail clients and say “Hey John” and go into an email from there. So then people feel like it’s actually tailored to them instead of just a generic “Hey, buy our stuff”. So for the firms that want to get into this, I would do it right. I’ve written a lot of blogs on email marketing and just marketing in general that you can go check up on, read it, download it. It’s a lot of information, but I promise you that it’s something that you need to do in this day and age. Everyone has their phones, everybody is checking their emails. People are constantly interacting with the digital world. So, it’s important.  

Excellent, well thank you very much! We hope you enjoyed it. If you have any questions at all, put them on our Facebook page, reach out to us. We’ll be happy to tell you more about what we know about email marketing.

Actually, I do have one last thing. I did make a white paper specifically to go over everything that we talked about today. So if this was way too much information and you’d like to have everything written down with steps, then go ahead and sign up at leadrival.com/leadrival-live and you can sign up for our emails and I will go ahead and shoot it over. with it.

Awesome! You probably have a drip campaign set up to do that! Well thank you very much and we’ll see you next time! Bye!


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